[Review] BAD LOVE – Key (SHINee)

Also making his comeback yesterday was Key (from SHINee), who returns with his first comeback as a solo artist. In 2018, Key made his solo debut with One of Those Nights (ft. Crush) and the studio length album, Face. In 2019, Key did make a comeback, but it was marketed as his first repackaged album, which was retitled I Wanna Be and featured the title track of the same name (ft. Kim Soyeon from (G)I-DLE). Yesterday, Key returned with his first mini-album, BAD LOVE, which is lead by the title track of the same name and the pre-release single Hate That (ft. Taeyeon from SNSD – which I haven’t reviewed yet).

I may have already teased my thoughts on BAD LOVE yesterday with a subtle reference to Key’s new song in AB6IX’s CHERRY review. I mentioned that I was glad that there wasn’t two overwhelming songs yesterday, which means I was hinting towards BAD LOVE being the other overwhelming song. I am kind of glad I did give myself an extra day to recalibrate my senses, as I don’t find BAD LOVE as overwhelming anymore. Multiple listens has really warmed me up to this song. But is the chorus still a bit too thick for my liking? Yes, I felt there was a lot going on and to digest as the song’s synths really ramps up in the chorus and you can tell that Key was really pushing his vocals to be in the forefront of all the synths. But, I do see how memorable the chorus is, how Key really shows and impresses with his vocal chops when his vocals soar in the song and the constant delivery of those high notes, and why some people might consider it a ‘out of the park’ song. Unfortunately, those initial thoughts still seem to float around in my head when I listen to BAD LOVE, so I can’t really share the exact same perception. Elsewhere in the song, BAD LOVE really flourishes with its retro and electronic mix. While this sound isn’t original, I feel that BAD LOVE really (and literally) takes the sound profile to the next level. I am not keen with the synths at the very start of the song, but everything else in BAD LOVE was definitely rocking and shows the creativeness of the producer. The bridge was very interesting with the really deep and raspy ‘I’m not thinking of you‘. That was wow moment for me that stood out for me initially.

The only thing I am a bit wary of in this music video is that red outfit in the choreography scenes. I think that was the only negative aspect of the music video. Aside from that, the music video was equally as aggressive as the song (but obviously in a visual sense). From what I can tell, Key seems to be portraying a celebrity who is starring in his own BAD LOVE sci-fi story (that ultimately ends with his demise). It drives Key insane and he wants out of the story, as he doesn’t want to relive the events that he himself had already gone through. I really enjoyed his acting and Key definitely makes the video a worthwhile watch. While a lot of the sets seemed to bring forth that modernish vibe, I feel the stage platform with the disco balls above it was a nice tie in of the retro influences to the video.

Also like the song and music video, the choreography for this comeback also took an aggressive approach that felt very fitting for the song. From the scenes in the music video, you can feel a lot of artistic flair within the choreography. I would also like to see Key replicate that ending (with the dancers lying down on stage) on stage, as that was a very memorable image to finish on.

Song – 9.5/10
Music Video – 9/10
Performance –
10/10
Overall Rating – 9.5/10

2 thoughts on “[Review] BAD LOVE – Key (SHINee)

    1. Hahaha… Don’t you worry. Give me anything slightly more complicated and I would not have a clue. I have admitted on this blog countless times that I didn’t have a single clue on what’s happening in some videos.

      I try to make sense of the story as much as I can. A lot of assuming and a lot of piecing parts together to make it seem chronological or sequential. It honestly drives me insane when the ending is the start, and the middle is the end (and everything else is flashbacks, and flash-forwards). Most of the time, my stories are wrong, as some people kindly point out.

      Like

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